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Sustainability: Consumer Perceptions and Marketing Strategies

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  • Seonaidh McDonald
  • Caroline J. Oates

Abstract

Studies of green consumer behaviour, in particular purchasing and disposal, have largely focused on demographics and/or socio‐demographics, with mixed and frequently contradictory results. To move the debate forward, we investigated a wide range of 40 sustainability activities with 78 consumers, who placed each activity on a matrix according to perceived effort and perceived difference to the environment. Patterns both across respondents and between certain pairs of activities were identified, and we suggest that this model increases our understanding of how consumers view sustainable activities. Marketers can use this information to consider marketing strategies that positively influence consumers' perceptions of such activities. Copyright © 2006 John Wiley & Sons, Ltd and ERP Environment.

Suggested Citation

  • Seonaidh McDonald & Caroline J. Oates, 2006. "Sustainability: Consumer Perceptions and Marketing Strategies," Business Strategy and the Environment, Wiley Blackwell, vol. 15(3), pages 157-170, May.
    • Handle: RePEc:bla:bstrat:v:15:y:2006:i:3:p:157-170
    DOI: 10.1002/bse.524
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    References listed on IDEAS

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    1. World Commission on Environment and Development,, 1987. "Our Common Future," OUP Catalogue, Oxford University Press, number 9780192820808.
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    4. Minton, Ann P. & Rose, Randall L., 1997. "The Effects of Environmental Concern on Environmentally Friendly Consumer Behavior: An Exploratory Study," Journal of Business Research, Elsevier, vol. 40(1), pages 37-48, September.
    5. Ellen, Pam Scholder, 1994. "Do we know what we need to know? Objective and subjective knowledge effects on pro-ecological behaviors," Journal of Business Research, Elsevier, vol. 30(1), pages 43-52, May.
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